Watch TikTok, and maybe you will be attracted to a screwdriver like me.
To be honest, before using TikTok, who would have thought that he would be planted with a screwdriver?
I was tossing and turning that night, and as I swiped the screen, a video came into view.
In the video, an American lady is wearing pajamas, sitting on the living room floor, holding a handle in her hand, and the drill bit will automatically stick to it with a “click” sound.
She was repairing her daughter’s toys. Her hands with manicures were holding cold metal tools. The picture was unexpectedly beautiful.
The comment area under the video exploded instantly, and a bunch of people asked: What brand is this?
Where can I buy it?
I clicked in and took a look, and was really surprised.
More than 5,000 pieces of this screwdriver were sold in one week, with cumulative sales reaching 240,000, and sales reaching 28 million yuan.
How can a small screwdriver generate such amazing sales?
After some in-depth research, I found that there is a lot behind this.
First of all, this screwdriver itself is unique.
Its handle can be bent or straightened, and can be freely adjusted according to the user’s habits, making it easier to use.
All 24 drill bits are designed with magnetic suction. There is no need for tedious alignment when replacing the drill bits. The operation can be completed by pulling out and sucking with one hand.
Various specifications such as hexagonal and tower types are available, which can basically meet all kinds of screw repair needs encountered in the home.
What really makes this brand stand out is its matching storage box.
The tool boxes at many people’s homes are often disorganized. It takes a long time to dig through a screw, and drill bits are scattered everywhere. Every time when repairing something, the time spent looking for tools is longer than the time spent working.
This screwdriver is equipped with an integrated storage box, all tools are neatly arranged, and it is compact and can be placed directly in the drawer.
For this reason, many consumers are willing to spend more money to buy.
This fully reflects the brand’s deep understanding of user needs.
However, it is not enough for a product to be good. In today’s era of endless good products, why can it stand out among many products?
The answer lies in the TikTok platform.
In the past month, the brand invited 139 experts and shot 365 videos.
These videos are not blunt advertisements, but show real usage scenarios: some people use it to repair computers, some people use it to disassemble toys, and some people use it to do crafts.
Watching these videos, you will really feel how useful this screwdriver is.
What is more worth mentioning is the timing.
March is Easter in the United States, and consumer confidence has dropped to a low point. Many parents no longer buy ready-made props, but choose to make their own.
The “Easter Basket” topic on TikTok is full of DIY sharing content, and this screwdriver happened to catch up with this wave of craze, with single-day sales soaring to $42,000.
In fact, Chinese brands have already accumulated rich experience in the field of hardware tools.
In the 1990s, Baoshide initially engaged in foreign trade business, with annual sales reaching tens of millions of dollars, accounting for one-tenth of China’s power tool exports at that time.
Later, it transformed into its own brand, launched Vickers, and acquired American and German brands. Now its smart lawn mower robot ranks first in Amazon’s category all year round.
There is also the Fanttik brand, which specializes in working with mid-waist experts with tens of thousands of fans to shoot down-to-earth videos.
During Father’s Day, we carried out topical marketing and successfully entered the “Top 10 Practical Gifts”. The proportion of female users increased by 35%, all of which were bought by wives and daughters for the men in the family.
Although these brands have different development paths, their logic is the same: they no longer rely solely on price wars, but instead deeply consider the needs of users.
A small screwdriver is equipped with a storage box because users are afraid of losing parts; if it is difficult to change the head, it uses a magnetic design; if the specifications are not enough, 24 specifications are provided.
This kind of micro-innovation, coupled with the short video showing the usage scenarios, has attracted foreign consumers to place orders one after another.
So, a screwdriver selling for 28 million is not outrageous.
What’s outrageous is that many people still think that going overseas can only be in major categories such as clothing and beauty.
In fact, the seemingly inconspicuous industry of hardware tools has huge profit margins. The key lies in the ability to understand the minds of users.
I have become obsessed with this screwdriver and am planning to buy one for my home.
And you?
Does your toolbox lack such a handy gadget?
